An Evaluation of Agricultural Tourism Potential in Mueang District, Uthai Thani Province
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Abstract
This research aimed to 1) study the potential of agrotourism attractions in Mueang District, Uthai Thani Province, 2) assess the readiness of agrotourism management, and 3) conduct a SWOT analysis of agrotourism activities. A mixed-methods approach was employed, integrating both quantitative and qualitative methods. The quantitative data were collected from 400 tourists through questionnaires and analyzed using descriptive statistics. The qualitative data were obtained through in-depth interviews.
The findings revealed the following: 1) Potential of agrotourism attractions - Most tourists were female, aged between 51-60 years, and had never participated in agrotourism before. The primary purpose of travel was for tourism and family relaxation. The aspect with the highest potential was tourist attractions, followed by accommodation, while the least potential was found in on-site activities. 2) Readiness of agrotourism management - Tourists valued the uniqueness of the attractions, particularly local wisdom, lifestyle, culture, and the peaceful environment. Additionally, they expected adequate facilities, quality accommodations, and creative tourism activities. 3) SWOT Analysis of agrotourism activities - Strengths included the uniqueness of local culture and strong community participation. Weaknesses involved the lack of branding development and discontinuity due to changes in local administration. Opportunities stemmed from government support and convenient transportation, whereas threats included economic conditions and unfavorable weather.
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